Rock It: How to promote your band in the digital era

Feb. 20, 2013

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You’ve conquered the initial challenge — you formed a band with talented, like-minded musicians who share an equal appetite for name expansion and success in the industry.

But no matter where you play, you can’t seem to land a record deal or get your name further than Greater Lafayette.

Whether you believe in hard work, luck or karma, ambition can only take you so far unless you have the right tools in the digital age to promote your musical endeavors to platinum status. Big league artists do not have to tell you that the Internet has changed the way music is bought and dispersed, but you may be struggling with these two concepts.

Setting aside your full-time day job and other obstacles, take into account a few suggestions that are imperative factors in inching your way forward.

• Produce excellent music — The key word is produce. It may seem self-explanatory, but it is a group effort to make it as a band and finding go-getters who reflect the same talent and vision for songwriting is your base.

Songwriting does not mean picking the first 10 songs you’ve ever written for your EP, either; producing a successful debut means constantly writing songs until you pick the best dozen from 50 or more you have written.

Coughing up the dough for hiring a producer may be a struggle, too, but an absolute in your career. Your well-produced album is beneficial for your business, from appealing album art to the resonation in headphones. Hand them out at any live gig, free if possible, and keep them in your car with other band merchandise to have on hand at any time.

• Perform — tour, constantly, relentlessly and find a way when you are broke. This is always a top priority. Designate leaders or find a manager to book as many shows as you can, even if only your friends show up. Hit different cities, different venues and the same venues as many times as possible each month and gain professional relationships with the owners and managers.

• Be actively involved on social media and other digital platforms — Word of mouth from a fan who loved your show can be powerful, but then how do people search your information online? With your album and concerts scheduled, people will want to know when to mark their calendars. Fans will want to know when you are performing next, how to get samples of your music, where to buy your album and how to get in touch with you.

Video also is an important internal aspect among these platforms. Think of what you like watching from your favorite bands — video from recording sessions, guitar riffs from their latest song, goofing around backstage, interviews, live show performances, even fan photos and concert shots in slideshows.

The social media platforms need to be monitored daily, if not weekly. Interacting with fans and showing gratitude for attending shows will take you miles.

• Know your media contacts — Who publishes entertainment and music content in your city? (At the Journal & Courier, contact me and arts and entertainment reporter Lauren Sedam.) Regardless of what the media outlet’s niche is, it will usually look at most albums if they are well-produced (sound familiar?) and promote gigs if you showcase true talent.

One last tip: Planning ahead is important. Do not contact the media or venue about an event happening tomorrow or even the same week.

I encourage you to email me with any of your band news and updates. Good luck.

Mattice is a producer for the Journal & Courier. She can be reached at rmattice@jconline.com or on Twitter @RachaelM_JC.